culture and creative industries in australia

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Culture and Creative Industries in Australia Terry Flew, ARC Centre of Excellence for Creative Industries and Innovation, Queensland University of Technology, Brisbane, Australia Presentation to 3 rd China Trade in Services Congress, Beijing, China, June 1-3, 2011

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Presentation to 3rd China Trade in Services Congress, Beijing, China, 1-3 June, 2011

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Page 1: Culture and Creative Industries in Australia

Culture and Creative Industries in Australia

Terry Flew, ARC Centre of Excellence for Creative Industries and Innovation, Queensland University of Technology, Brisbane, Australia Presentation to 3rd China Trade in Services Congress, Beijing, China, June 1-3, 2011

Page 2: Culture and Creative Industries in Australia

Origins of Australian Creative Industries in 1990s Creative Nation cultural policy

•  This cultural policy is also an economic policy. Culture creates wealth ... [and] adds value, it makes an essential contribution to innovation, marketing and design. It is a badge of our industry. The level of our creativity substantially determines our ability to adapt to new economic imperatives. It is a valuable export in itself and an essential accompaniment to the export of other commodities. It attracts tourism and students. It is essential to our economic success. (Creative Nation, 1994)

Page 3: Culture and Creative Industries in Australia

Creative Industries Sectors

1.  Advertising, Graphic Design and Marketing; 2.  Architecture, Visual Arts and Design; 3.  Film, Television and Entertainment Software; 4.  Music Composition and Publishing; 5.  Performing Arts; 6.  Writing, Publishing and Print Media.

Page 4: Culture and Creative Industries in Australia

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Creative Trident

•  Specialist creatives (cultural occupation/cultural industry

•  Embedded creatives (cultural occupation/non-cultural industry

•  Support activities (non-cultural occupation/cultural industry

Page 5: Culture and Creative Industries in Australia

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Australian creative workforce - using creative trident

Source: Higgs, Cunningham and Pagan 2007.

Page 6: Culture and Creative Industries in Australia

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Sectoral composition- employment

Source: Higgs, Cunningham and Pagan 2007

Page 7: Culture and Creative Industries in Australia

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Value of Australian CIs - using creative trident

Source: Higgs, Cunningham and Pagan 2007.

Page 8: Culture and Creative Industries in Australia

Australian CIs as industry share, 2006

Page 9: Culture and Creative Industries in Australia

CI growth by sector, Australia, 1996-2007

Page 10: Culture and Creative Industries in Australia

Australia’s GDP Growth, 1995-2010

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Page 11: Culture and Creative Industries in Australia

Australia’s terms of trade, 1995-2010

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Page 12: Culture and Creative Industries in Australia

Internet and digital media technologies Mass  communica+ons  media  (20th  century)  

Convergent  social  media  (21st  century)  

Media  distribu,on  

Large-­‐scale;  high  barriers  to  entry  

Internet  drama,cally  reduces  barriers  to  entry  

Media  produc,on  

Complex  division  of  labour;  media  content  gatekeepers;    professional  ideologies  

Easy-­‐to-­‐use  Web  2.0  technologies;  mul,-­‐skilling;  small  collabora,ve  teams  

Media  power   One  way  communica,ons  flow   Greater  empowerment  of  users/audiences  

Media  content   Tendency  towards  standardised  mass  appeal  content  to  maximise  audience  share  

‘Long  tail’  economics;  de-­‐massifica,on  and  segmenta,on  of  media  content  markets  

Producer/consumer  rela,onship  

Impersonal,  anonymous  and  commodi,sed  (audiences  as  target  mass  market)  

Poten,al  to  be  more  personalised  and  user-­‐driven  (user  created  content  –  UCC)  

Page 13: Culture and Creative Industries in Australia

The new cultural policy

•  Governments have searched for ways to surf the wave of the new information economy, looking to the creative industries broadly defined as sources of innovation to feed economic growth and employment creation at both national and local levels … [enabling] the arts [to] be seen as part of a wider and more dynamic sphere of economic activity, with links through to the information and knowledge economies, fostering creativity, embracing new technologies and feeding innovation (David Throsby, 2008).